From Atoms to Stars: Explore Your Universe of Opportunities with a Multi-channel Approach

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From atoms to stars: explore your Universe of opportunities in the online marketing with multi-channel approach Manuel Madeddu Honcho @manu_madeddu

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A Bit About Me: • Father of 2 lovely boys • Tony Stark look-a-like • SEO Manager @ Honcho • Studied Robotics (Mechatronics) • Now fully voted to SEO • Like to discuss easy things in a complex way (and viceversa)

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How do we get to understand COMPLEX environments? @manu_madeddu

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We use two approaches: - Analysis - Synthesis @manu_madeddu

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When analysing, we go into as many details as we can. @manu_madeddu

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@manu_madeddu From the very TOP…

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@manu_madeddu …then down…

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@manu_madeddu …and down…

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@manu_madeddu …and down…

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@manu_madeddu …down…

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@manu_madeddu …down…

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@manu_madeddu …down…

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@manu_madeddu …further down…

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@manu_madeddu …down…

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@manu_madeddu …down!

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Clear enough? @manu_madeddu

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In the 20th century, physicists began to notice that when we got down to a smaller scale, classical mechanics no longer applied. A need for a new system: QUANTUM MECHANICS. @manu_madeddu

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The more we know, the less we know! @manu_madeddu Heisenberg’s Uncertainty principle: the more precisely the position of some particle is determined, the less precisely its momentum can be predicted from initial conditions, and vice versa.

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Helpful? @manu_madeddu

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It’s clear now that this level of detail doesn’t help. @manu_madeddu

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Let’s have a step back and go in the opposite direction. @manu_madeddu

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@manu_madeddu

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@manu_madeddu Only by looking at the broader picture we are able to really understand how things work together.

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@manu_madeddu It’s through the integration of all the moving parts that we embrace the full potential.

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Mechatronic + Telecom @manu_madeddu

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Mechatronic + Telecom @manu_madeddu

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Clothing & Sportwear @manu_madeddu

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Communication & Social Life @manu_madeddu

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So what? @manu_madeddu

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@manu_madeddu It’s by joint effort that we can own processes and discover opportunity. It’s the very same for the Digital Online Universe.

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@manu_madeddu Internet is a complex system. We need to segment that reality to be able to understand it and operate in that environment. SEO PAID SEARCH SOCIAL PR AFFILIATES DISPLAY

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Segmentation and working in silos can bring short sighted results. By adopting a cross-channel approach we can get the full picture and find real opportunities. @manu_madeddu

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How? @manu_madeddu

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Social Media Activity: impulsive response @manu_madeddu In signal processing, the impulse response of a dynamic system is its output when presented with a brief input signal, called an impulse. Time Sessions

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@manu_madeddu Sessions Planning activity to extend the response over a specific period of time. Social Media Activity: impulsive response over time Time

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Paid Search Activity: on/off response @manu_madeddu The square wave, or pulse wave, is a periodic waveform consisting of instantaneous transitions between two levels. Sessions Time

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Organic Traffic: fluctuating response @manu_madeddu The sinusoidal waveform describes periodic signals that move smoothly from 2 states. Time Sessions

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@manu_madeddu Given a specific seasonality and trend, we can identify an average performance. Organic Traffic: average trend Time Sessions

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Cross-channel synergy @manu_madeddu Better contrast seasonal/changed behaviour and better target user intent/customer base. Sessions Time

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@manu_madeddu Obtain stronger opportunities to improve performance and achieve. Cross-channel synergy Sessions Time

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Practical Examples @manu_madeddu

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@manu_madeddu 1. Search Terms & User Intent

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• Keyword research and negative terms @manu_madeddu SEO+PPC: Search Terms & User Intent

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@manu_madeddu 2. Audience Insights

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Identify Customer base, interest, trends, personas from Audience Insights. @manu_madeddu SEO+PPC+Social: Identify Customer Base

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@manu_madeddu 3. Content Creation & Social

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@manu_madeddu • Use keyword research and personas insights to create content • Reach wider audience, improve visibility, drive quality traffic • Push sales AWARENESS & DISCOVERY CONSIDERATION & EVALUTATION CONVERSION & PURCHASE SEO+PPC+Social: Content Creation & Boost

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@manu_madeddu Create upper funnel content (ie. blogs) to push first time buyers and create customer base, brand awareness. SEO+PPC+Social: Content Creation & Boost

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@manu_madeddu Content Atomisation: • No need to create content all the time • Reach wider audience by breaking your long-form content down in to smaller, more digestible formats. SEO+PPC+Social: Content Creation & Boost

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@manu_madeddu Sessions Time • Ensure your organic traffic doesn’t stagnate. • Improve engagement. SEO+PPC+Social: Content Creation & Boost

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@manu_madeddu • A/B testing and boost specific content at specific time/for specific audience (Page Insights) SEO+PPC+Social: Content Creation & Boost

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@manu_madeddu Drive traffic to more transactional pages to drive more sales: • Internal linking • Posting/promoting more commercial content SEO+PPC+Social: Drive more Conversions

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@manu_madeddu Time Sessions ORGANIC SOCIAL PAID • SMART strategy in synergy

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@manu_madeddu Time Sessions • END-GOAL: Maintain & Improve

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@manu_madeddu 4. On-page optimisation

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@manu_madeddu • Direct impact on CPC/Competitiveness • Linked to page performance/relevancy SEO+PPC: Quality Score

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@manu_madeddu SEO+PPC: Landing page relevancy and optimisation • Landing page experience is a keyword metric • You’d need to export keyword data and cross-reference (vlookup) with the final URLs available at ADs level